Rum Brand Champions 2015
RUM BRAND CHAMPION 2015: TANDUAY
The mighty rum goliath Bacardi has finally lost its title of the world’s best-selling rum brand to local giant McDowell’s No.1 Celebration by a mere 90,000 cases – which in rum volume terms is a hair’s breadth.
However, both brands experienced declines in 2014 and have missed out on the Rum Brand Champion 2015 title, which has been bestowed upon Philippines-based Tanduay, the come-back kid of the rum world. Having experienced dramatic declines in 2013 when volumes plummeted by five million cases, the brand saw an impressive increase of 19% last year, the most of any rum brand among the million-case sellers.
Tanduay attributed this growth to an “aggressive” new campaign for its flagship expression, launched in celebration of the group’s 160th anniversary. The campaign presented the brand as a “symbol of the Filipino character” depicting “perseverance and resilience in challenging environments”.
Scroll to the bottom of the page to see the rest of our Brand Champions 2015.
| RUM | |||||||
| BRAND | OWNER | 2010 | 2011 | 2012 | 2013 | 2014 | % +/- |
|---|---|---|---|---|---|---|---|
| McDowell’s No.1 Celebration | United Spirits | 13.9 | 15.6 | 17.8 | 19.0 | 18.3 | -4% |
| Bacardi | Bacardi | 19.3 | 19.6 | 19.8 | 19.1 | 18.2 | -5% |
| Tanduay | Tanduay Distillers | 18.4 | 18.7 | 19.6 | 14.0 | 16.6 | 19% |
| Captain Morgan | Diageo | 9.0 | 9.2 | 10.0 | 10.3 | 10.4 | 1% |
| Havana Club | Pernod Ricard | 3.8 | 3.8 | 3.8 | 3.9 | 4.0 | 3% |
| Contessa | Radico Khaitan | 2.3 | 2.4 | 2.4 | 2.6 | 2.7 | 5% |
| Barcelo | Ron Barcelo | 1.5 | 1.7 | 1.6 | 2.1 | 2.2 | 2% |
| Old Port Rum | Amrut Distillers | 1.8 | 2.0 | 1.4 | 1.5 | 1.8 | 17% |
| Montilla | Pernod Ricard | 1.8 | 1.8 | 1.8 | 1.6 | 1.6 | 3% |
| Appleton | Gruppo Campari | 1.2 | 1.2 | 1.2 | 1.2 | 1.2 | 0% |
| Negrita | Bardinet | 0.9 | 0.9 | 0.9 | 1.0 | 1.0 | 0% |
